How we doubled our online fundraising: From good intentions to more donations - Spanish Fundraising Conference

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How the Norwegian Cancer Society doubled its online income.

Presentation at the spanish fundraising conference september 2013 (#congresoaefr), organised by Asociación Española de Fundraising. The presentation tells the story of how the Norwegian Cancer Society doubled its online income by thorough focus on interaction design on the new website.

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How we doubled our online fundraising: From good intentions to more donations - Spanish Fundraising Conference

  1. 1. @BeateSorum http://about.me/beatesorum FROM GOOD INTENTIONS TO MORE DONATIONS mandag 30. september 13
  2. 2. @BeateSorum http://about.me/beatesorum «If you have decided to give, surely you will do that even if the form is a bit long» mandag 30. september 13
  3. 3. Foto: Flickr-user wippetywu CC-BY Slide by Netlife Research / @idaaa mandag 30. september 13
  4. 4. Do i still want a hot-dog? Foto: Flickr-user Angermann CC-BY-SA Slide by Netlife Research / @idaaa mandag 30. september 13
  5. 5. @BeateSorum http://about.me/beatesorum Making a donation is usually an emotional decision - not a rational one. mandag 30. september 13
  6. 6. @BeateSorum http://about.me/beatesorum People have gone from meaning well, to doing well. mandag 30. september 13
  7. 7. @BeateSorum http://about.me/beatesorum mandag 30. september 13
  8. 8. @BeateSorum http://about.me/beatesorum The new Cancer Society website was A Big Deal • 6 year old website • 6 year old back-end • 6 year old editorial structure • Innumeral stakeholders mandag 30. september 13
  9. 9. @BeateSorum http://about.me/beatesorum mandag 30. september 13
  10. 10. @BeateSorum http://about.me/beatesorum mandag 30. september 13
  11. 11. @BeateSorum http://about.me/beatesorum We had to start with the basics - what do we want a website for? mandag 30. september 13
  12. 12. 1. Ensure support for patients and next of kind 2. Increase knowlegde about cancer and prevention 3. More people using our services, online 4. Improve the NCS reputation • (Hereunder raising more money and recruiting more members) @BeateSorum http://about.me/beatesorum Website goals mandag 30. september 13
  13. 13. @BeateSorum http://about.me/beatesorum Slide by Netlife Research / @idaaa mandag 30. september 13
  14. 14. @BeateSorum http://about.me/beatesorum Mobile first Content first Slide by Netlife Research / @idaaa mandag 30. september 13
  15. 15. @BeateSorum http://about.me/beatesorum New governance model mandag 30. september 13
  16. 16. @BeateSorum http://about.me/beatesorum An overall much better website, that lets users do what they came for first - which is a big contributor to more donations. mandag 30. september 13
  17. 17. Video: Google Analytics In Real Life - Online Checkout -YouTube mandag 30. september 13
  18. 18. @BeateSorum http://about.me/beatesorum - Luke Wroblewski Web Form Design (2008 p.2) «THE BEST FORMS ARE INVISIBLE» Slide by Netlife Research / @idaaa mandag 30. september 13
  19. 19. @BeateSorum http://about.me/beatesorum Step 1 Slide by Netlife Research / @idaaa FORMS THAT ARE EASY TO UNDERSTAND mandag 30. september 13
  20. 20. Fornavn Etternavn Adresse Postnummer Poststed OKReset How can we improve this form? First name Last name Adress Zip code City Slide by Netlife Research / @idaaa mandag 30. september 13
  21. 21. Fornavn Etternavn Adresse Postnummer Poststed OKReset Length of input field hints about the content First name Last name Adress Zip code City Slide by Netlife Research / @idaaa mandag 30. september 13
  22. 22. Fornavn Etternavn Adresse Postnummer Poststed OKReset Fields that belong together are grouped closer together First name Last name Adress Zip code City Slide by Netlife Research / @idaaa mandag 30. september 13
  23. 23. Fornavn Etternavn Adresse Postnummer Poststed LagreAvbryt First name Last name Adress Zip code City Buttons clearly state what they do Cancel Save Slide by Netlife Research / @idaaa mandag 30. september 13
  24. 24. Fornavn Etternavn Adresse Postnummer Poststed Lagreavbryt Fornavn Etternavn Adresse Postnummer Poststed Lagreavbryt First name Last name Adress Zip code City Save Slide by Netlife Research / @idaaa Remove buttons that hurt more than help mandag 30. september 13
  25. 25. Fornavn Etternavn Adresse Postnummer Poststed Lagre Obligatorisk Obligatorisk avbryt Error messages must clearly indicate which field is affected, and what the error is First name Last name Mandatory Mandatory Adress Zip code City Save Slide by Netlife Research / @idaaa mandag 30. september 13
  26. 26. @BeateSorum http://about.me/beatesorum Step 2 Slide by Netlife Research / @idaaa DON’T ASK FOR MORE THAN NECESSARY mandag 30. september 13
  27. 27. Database' Tabell' Kolonne' System' Skjema' Applikasjon' Felt' Grensesni8' Don’t turn your database inside out towards the user Table Column Application Form Field Interface Slide by Netlife Research / @idaaa mandag 30. september 13
  28. 28. @BeateSorum http://about.me/beatesorum mandag 30. september 13
  29. 29. @BeateSorum http://about.me/beatesorum mandag 30. september 13
  30. 30. mandag 30. september 13
  31. 31. Twice as many filled in the form Slide by Netlife Research / @idaaa mandag 30. september 13
  32. 32. From 11 to 4 fields - 160% increase in contacts Slide by Netlife Research / @idaaa mandag 30. september 13
  33. 33. @BeateSorum http://about.me/beatesorum Every extra input field damages your conversions. Slide by Netlife Research / @idaaa mandag 30. september 13
  34. 34. @BeateSorum http://about.me/beatesorum Step 3 Slide by Netlife Research / @idaaa MAKE ME WANT TO FILL OUT THE FORM mandag 30. september 13
  35. 35. @BeateSorum http://about.me/beatesorum - Luke Wroblewski Web Form Design (2008 p.28) «THINK OF FORMS AS A CONVERSATION» Slide by Netlife Research / @idaaa mandag 30. september 13
  36. 36. Foto: Flickr-bruker Lancastrian CC-BY-SA But what kind of conversation do we want? Slide by Netlife Research / @idaaa mandag 30. september 13
  37. 37. @BeateSorum http://about.me/beatesorum Forms as a conversation • The questions should be a natural part of the conversation • If you ask understandable questions, you will get answers • Explain why you need to know what you are asking about • Follow-up questions are best asked after the form has been sent Slide by Netlife Research / @idaaa mandag 30. september 13
  38. 38. @BeateSorum http://about.me/beatesorum «I want to give [amount] to cancer research» (friendly) micro copy «Best regards» «My email-adress is» mandag 30. september 13
  39. 39. @BeateSorum http://about.me/beatesorum Step 4 Slide by Netlife Research / @idaaa MAKE SURE IT WORKS mandag 30. september 13
  40. 40. Family membership mandag 30. september 13
  41. 41. Slide by Netlife Research / @idaaa mandag 30. september 13
  42. 42. @BeateSorum http://about.me/beatesorum • A/B-testing • User testing • Funnel-analysis • Talk to customer service Make sure it works mandag 30. september 13
  43. 43. Always, always work on conversions Conversion rate Traffic Number of sales Av. pr sale Total sales ROI Now 2 % 1 mill 20000 100 2 mill - Buy traffic 2 % 1,1 mill 22000 100 2,2 mill 100 % Optimize - low 2,1 % 1 mill 21000 100 2,1 mill 0 % Optimize - medium 2,5 % 1 mill 25000 100 2,5 mill 400 % Optimize - high 4 % 1 mill 40000 100 4 mill 1900 % #IF2013 @BeateSorum http://about.me/beatesorum From Netlife Research mandag 30. september 13
  44. 44. Always, always work on conversions Conversion rate Traffic Number of sales Av. pr sale Total sales ROI Now 2 % 1 mill 20000 100 2 mill - Buy traffic 2 % 1,1 mill 22000 100 2,2 mill 100 % Optimize - low 2,1 % 1 mill 21000 100 2,1 mill 0 % Optimize - medium 2,5 % 1 mill 25000 100 2,5 mill 400 % Optimize - high 4 % 1 mill 40000 100 4 mill 1900 % #IF2013 @BeateSorum http://about.me/beatesorum Why are charities so unwilling to spend money on this? From Netlife Research mandag 30. september 13
  45. 45. @BeateSorum http://about.me/beatesorum What besides the forms? mandag 30. september 13
  46. 46. @BeateSorum http://about.me/beatesorum The idea that more choices actually lead to fewer actions. The paradox of choice mandag 30. september 13
  47. 47. Donate now!Recurring gift Sponsor a child Become a member Volunteer Follow us on Facebook Subscribe to newsletter Order brochure Download app Join our #Instagram competition mandag 30. september 13
  48. 48. Donate now! RecurringSponsor Member Volunteer Follow on facebook Subscribe Order Download app Join our #instagram competition mandag 30. september 13
  49. 49. mandag 30. september 13
  50. 50. mandag 30. september 13
  51. 51. @BeateSorum http://about.me/beatesorum Means we can create dedicated landing pages Portable forms mandag 30. september 13
  52. 52. @BeateSorum http://about.me/beatesorum mandag 30. september 13
  53. 53. @BeateSorum http://about.me/beatesorum mandag 30. september 13
  54. 54. @BeateSorum http://about.me/beatesorum mandag 30. september 13
  55. 55. @BeateSorum http://about.me/beatesorum RESULTS SO FAR mandag 30. september 13
  56. 56. @BeateSorum http://about.me/beatesorum +88 %RECURRING GIFTS mandag 30. september 13
  57. 57. (monthly vs one-off) mandag 30. september 13
  58. 58. @BeateSorum http://about.me/beatesorum +72,8 %TOTAL GIVEN IN ONE- OFF DONATIONS mandag 30. september 13
  59. 59. @BeateSorum http://about.me/beatesorum + 70 %NUMBER OF ONE-OFF DONATIONS mandag 30. september 13
  60. 60. mandag 30. september 13
  61. 61. mandag 30. september 13
  62. 62. mandag 30. september 13
  63. 63. @BeateSorum http://about.me/beatesorum 165%(8,5%) NEW MEMBERS mandag 30. september 13
  64. 64. @BeateSorum http://about.me/beatesorum Why are members increasing, when they are less prominent? • Dedicated landing pages • «No-one» comes from the front page • Becoming a member is a dedicated act - you’re willing to look for your option. mandag 30. september 13
  65. 65. @BeateSorum http://about.me/beatesorum + 20 NOK (so far) AVERAGE DONATION mandag 30. september 13
  66. 66. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 250 kr 500 kr Default changed from 250 NOK to 500 NOK mandag 30. september 13
  67. 67. @BeateSorum http://about.me/beatesorum Recurring gifts + 88 % Total in one-offs + 72,8 % Nr of one-offs + 70 % Members + 165 % Avg. donation + 20 NOK mandag 30. september 13
  68. 68. @BeateSorum http://about.me/beatesorum Recurring gifts + 88 % Total in one-offs + 72,8 % Nr of one-offs + 70 % Members + 165 % Avg. donation + 20 NOK = Yay :D ..but we’re not done :) mandag 30. september 13
  69. 69. @BeateSorum http://about.me/beatesorum about.me/ beatesorum mandag 30. september 13

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